| dc.description.abstract | Online shopping is a new and popular way to shop in Indonesia generally,
and especially in Surabaya. Consumers are engaged in uncertainty situation when
they are shopping in online webstore, which is completely different compared to
shopping in a brick and mortar store. This study is conducted to determine
whether consumers’ brand trust toward retailers offline will affect to variables in
Technology Acceptance Model through online perceived risk, which lead to
customers’ behavioral intention to transact online at retail stores’ websites.
This study took a sample of online shoppers in Surabaya who has ever
bought an electronic product offline at some selected brick and mortar retail
stores. The main instrument used to collect data is questionnaire and using likert
scale. The total amount of respondents in the study are 51 respondents. The
method used to analyze data is Structural Equation Modelling (SEM) with Partial
Least Squares (PLS).
The results show that offline brand trust has significant negative effect to
perceived risk, and perceived risk has significant negative effect to perceived ease
of use, perceived usefulness, and behavioral intention to transact online. Perceived
ease of use has significant positive effect to perceived usefulness and behavioral
intention to transact online, and perceived usefulness has significant positive
effect to behavioral intention to transact online.
The results of this study suggest that offline brand trust indirectly affects
variables of Technology Acceptance Model through perceived risk. Thus, offline
brand trust indirectly affects customers’ behavioral intention to transact online in
Surabaya. For this study focused on consumers of electronics, the next study
could include other objects (i.e. apparel products) and take wider scope of area to
generalize the actual situation in Indonesia. | en_US |
